By Justin Pearse | Managing Director, The Drum Works

Integral Ad Science


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September 15, 2016 | 3 min read

The next generation of voice-recognition search needs to be top of mind for CMOs, according to Microsoft's ad chief.

"Search may be the forgotten marketing discipline today but the capabilities of natural language understanding in voice recognition are going to alter the landscape," said Rik van der Kooi, corporate vice president, advertising sales, Microsoft. "All communications will then become starting points for new relationships."

The Drum, in association with Integral Ad Science is interviewing industry leaders at Dmexco, Europe's biggest digital marketing show, to discover the latest thinking in online advertising and digital experiences.


rik microsoft

In the video interview, van der Kooi also discusses how bots are set to shake up the marketing industry, providing powerful new ways for brands to engage with consumers.

"Marketers need to think about a world where bots are a new way of engaging consumers," he said. "They need to prepare for operating in this new world."

On viewabiilty and ad fraud, issues currently dogging the online ad industry represented by this year's Dmexco, van der Kooi expressed relief that the search industry was unaffected but highlighted the importance of tackling it as it "undermines the credibility of the medium as a whole."

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Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit

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